Marketing Lead, North America

We're looking for a Marketing Lead to drive Yoto's marketing strategy and plans across the United States. This is a pivotal role at the intersection of global brand strategy and local market impact – your job is to take Yoto's world‑class creative, campaigns and brand platform and deliver disproportionate reach and impact by making them hyper‑relevant to American families.

Yoto is a screen‑free interactive audio platform for kids. We create playable audio experiences that inspire learning and independent play for children, with a library of over 1,000 titles from top creators and publishers.

Planning & activation

• Define and deliver an integrated full‑funnel U.S. marketing plan across paid, owned and earned channels, balancing long‑term brand building with efficient new family growth.
• Partner with Global Acquisition and media agencies to shape the U.S. media strategy, channel mix, audience approach, creative testing agenda and investment priorities.
• Act as a strategic counterpart to internal acquisition teams and external agencies – able to challenge media recommendations, interrogate performance, and push for stronger creative, sharper targeting and clearer learning agendas.
• Bring broad media fluency across channels including paid social, video/CTV, audio, influencer, PR, partnerships, retail media and experiential, with a clear understanding of how each channel contributes to awareness, demand creation and conversion.
• Lead U.S. go‑to‑market planning for major hardware, content and seasonal moments, translating global priorities into locally resonant launch plans with clear audience, channel, creative and measurement strategies.
• Define and deliver retail marketing in partnership with the U.S. B2B lead, ensuring Yoto shows up brilliantly at shelf and in‑store.
• Partner with the global Retention team to design and localise lifecycle and customer growth programmes for the U.S. market.

Adapt, amplify & optimise

• Translate global brand campaigns, creative platforms and messaging into U.S.
  
  -relevant marketing plans – ensuring they resonate with American consumer culture, seasonal moments and media habits. Champion local nuances that make campaigns feel authentic and timely in‑market.
• Partner with global creative and brand teams to provide U.S. consumer insight that shapes upstream campaign development.
• Build measurement plans that go beyond platform reporting, using incrementality, geo tests, brand lift, MMM, post‑purchase insights, retail signals and customer data to understand what is actually driving growth.
• Partner with analytics, acquisition and finance teams to define KPIs, learning agendas and test designs that help distinguish correlation from causation.
• Translate campaign performance into clear business implications, identifying what to scale, what to stop and where further testing is needed.

Team management

• Lead and develop a high‑performing marketing team, including but not limited to:
  Influencer, PR, Social, Retail Marketing & Partnerships.

• Proven experience in a Marketing Director or equivalent role within a fast‑paced, consumer‑focused business. Experience in the kids/education/entertainment space is a plus.
• Proven ability to translate global brand, product or content priorities into locally relevant go‑to‑market plans that create culturally resonant launch moments.
• Growth‑oriented marketing leader with the ability to move fluidly between brand strategy, media planning, creative development, consumer insight and commercial performance.
• Broad media channel fluency across paid social, video, audio, influencer, PR, partnerships and retail, ideally with a deeper spike in one or more of video, social, influencer or audio.
• Strong understanding of growth marketing principles, even if not hands‑on in platforms day‑to‑day; able to guide strategy, evaluate channel performance, challenge agencies and inform creative testing plans.
• Measurement‑savvy and comfortable thinking in terms of incrementality, test design, learning agendas and business impact and not just platform‑reported ROAS or vanity metrics.
• Proactive, curious and commercially minded; brings ideas, identifies…